Meet solar buyers where they already spend time online

▶ 0:00Good morning, it is Christmas Eve. I have just had a massive bacon sandwich, and I've got a blueberry protein shake. So I'm in quite frankly, the best mood ever. Today, we're going to talk about how you can meet your solar customers where they already hang out online. So we're currently hiring for a framer, web designer and developer. Framer is the tool that we use to build out our client websites. And our first move was to go to LinkedIn. Why LinkedIn? Well, because it's a job seeking platform. It is literally built.

▶ 0:29The foundation at the foundational level to help people find employment. So it was a no brainer. And the results were looking good at first, you know, so 14 new applicants from a free 40 pounds in LinkedIn ad spend. We're like, Okay, brilliant, let's keep doing that. But then we started to think, well, actually, where are the designers that we really want to reach already hanging out as a designer myself, and I've been doing web design for like four or five years now, I never actually would be showcasing my designs on LinkedIn, I would always showcase showcase them on either a design specific platform like dribble, or I would go on Twitter. So we were like, Okay, let's go just test the waters and post it on Twitter.

▶ 1:11Within a day, we got over 30 new applicants from Twitter. And the quality of those applicants was even higher than LinkedIn. It was absolutely incredible. 53 applications in the past kind of two days, 58% of them have come from Twitter, with no advertising spend on Twitter. So we just posted it organically. Imagine if we actually boosted it, if we actually put some paid spend behind it, I don't think we'd actually be able to manage. We've got over 80 applications. Now, at least if I check here, 15 of them are qualified, and at least three or four are, you know, top notch, exactly what we were looking for. But how does this relate to your solar lead generation and demand generation efforts? Well, it actually couldn't be more

▶ 1:55relevant. You need to understand where your ideal customer is already hanging out and put yourself in front of them there. So let's take meta for example, Facebook caters to potentially the older generation, but even Instagram is leaning that way too. And tick tock has really got a strong grasp on the younger generation.

▶ 2:13Which makes Facebook and Instagram absolutely fantastic for not only residential solar customers, but also commercial solar. Because yes, if you want to reach a business, you may think, oh, we should run B2B ads on LinkedIn, but you're going to pay hand over fist for them because they are so so expensive.

▶ 2:31When in reality, you can still meet those decision makers on meta on a Saturday evening on a Sunday evening. And a lot of people say that meta doesn't work for B2B, but that is literally just because they don't have the right filtering and qualification mechanisms in place. Yes, if you're going to just slap an ad up with a single image, and then put a lead form there, you are going to get residential intent inquiries, you are going to get spam that your sales team is going to have to filter through. However,

▶ 2:56if you send them through a quiz style multi-step sequence with questions that they could only realistically or feasibly answer if they are in a decision making capacity at a business, then you're going to get just as good results as you would have done with LinkedIn on a far cheaper spend. Not only this, but on the Saturday, Sunday evenings, this might actually be when those decision makers have more time to consider long term cost saving objectives, as opposed to during the middle of the week when they're putting out five

▶ 3:26fires simultaneously managing 100 people. At the weekend, they're starting to think Oh, yeah, okay, ROI in less than three years, I'm going to be with the bit I'm going to own this business for at least the next 1015 years, for certain types of businesses. So that's a no brainer, I'll make at least 5x on my investment, and then it will increase the asset value, the value of the business itself. When I go to sell it, I'll get higher exit or retire better. No brainer. Yeah, I'll put my details in, I'll spend 30 seconds filling this out when I maybe

▶ 3:56would have completely spun past it in the week, or not even been on the platform in the first place during the week, because I'm too busy putting out all the fires, you need to put yourself in your buyer's shoes, and really try to understand their buying and consumption habits rather than making kind of base level assumptions, which we fell into the trap with, when we were actually going to hire because we jumped straight onto LinkedIn. And we didn't even think about actually, where are these really high quality designers typically hanging out? Where can we get in front of them? If you want to get a copy of this document,

▶ 4:25then click on the link somewhere on this post, enter your email address. And if you want the implementation of everything that we discuss, as well as working directly one on one with us to implement it, then you should carry on on that same link, you're going to get asked a few questions about your business, which will essentially determine whether we can work with you on a more one to one capacity. Awesome. Have a lovely Christmas Eve, and I will see you in the next one.